Drop it like it's hot: Snoop Dogg is unleashing his very own jewelry line, affectionately titled Lovechild. This rap legend has collaboratively crafted this stunning collection with the esteemed jewelry brand Metal Alchemist and gamma. — the music and media entity he's teamed up with. Kicking off with a pre-sale on Wednesday, Lovechild will make its retail debut on December 6th, exclusively available at Reeds' 57 locations and online at reeds.com.
"I chose the name Lovechild because the world is overwhelmed with anger, negativity, and division, and I am a beacon of love," Snoop Dogg revealed to The Hollywood Reporter. "The news constantly bombs us with bad news, so we're stepping in with a refreshing wave of love." He further elaborated, "Lovechild is a child conceived from love — amidst a world so enveloped in anger, negativity, and division — I'm leading with love…for the child still thriving within me, for the child within each one of us. I wanted to present the world with a product that mirrors every facet of who I am at this juncture of my life."
Metal Alchemist describes Lovechild as "Snoop's distinctive vision of jewelry, designed for personal empowerment, well-being, and an iconic style that is deeply rooted in American craftsmanship." Carolyn Rafaelian, the founder of Metal Alchemist, added, "Snoop, Larry [Jackson], and I have built our careers on a shared fundamental belief: empowering others and revolutionizing the way things are done. With Snoop's unwavering belief in love as a transformative energy and Metal Alchemist's commitment to crafting clean, potent precious metal innovations, Lovechild was born. Larry knew that bringing us together would ignite something extraordinary."
Jackson, a former Apple Music executive, launched gamma. last year, and the company, along with Snoop Dogg, inked a long-term licensing agreement for exclusive rights to market and distribute the Death Row Records catalog, as well as release two Snoop Dogg albums. Gamma. also boasts a joint venture with Usher and L.A. Reid, and partnerships with Rick Ross' Maybach Music Group and Rebel Music/Open Shift Distribution, featuring the emerging rapper Sexyy Red.
"Embarking on the journey to create a new line in any industry is one thing, but doing so with an industry leader and a successful entrepreneur by your side is another. Having Carolyn Rafaelian accompany us on this mission to craft this extraordinary jewelry line is a genuine honor — it's uncommon to collaborate with a partner who possesses the expertise and in-house capabilities to deliver the most comprehensive vertically-integrated manufacturing experience. And with my partner Snoop at the pinnacle of his prowess, this partnership is poised to be an unprecedented success," Jackson told THR.
